Green Island

Made in Starbucks Interview: How Real Customers Became Part of the Brand’s Advertising

LBB interviewed Vic Robertson, Starbucks UK’s head of marketing, about the creative thinking behind Made in Starbucks. The project documents activities already taking place among customers, partners and creators in stores, including writing, painting, music and conversations about side hustles. It was executed by Anomaly in collaboration with Havas Media UK, Edelman and Linney Create. In addition to the hero film and photography, seven UK stores invited sign artists to create window displays. This article focuses on the brand lead’s explanation of the strategy and is retained separately from the project launch coverage published in June, making it easier to study both the creative work and the decision-making behind the same campaign.